ABSTRACT
The theory of advertising seems to be clouded in mystique; yet advertising is a simple commonsense matter. Advertising is one way for a firm to communicate with its market. In communications theory there is no real difference between personal selling and press advertising. Personal selling isolates individual people and tries to communicate persuasively with each of them, at some length. Advertising is the reverse of this. It scatters its communication around a large number of people, hoping that some of them listen. A small firm can offer a brilliant product or service to the market without success, through coining up against one of the traditional barriers in marketing; the fact that no one knows about its brilliance. The main planning objective for all advertisers is to take one type of medium and spend well in it. A small advertising budget should not be spread over several kinds of media.
